PSA for Life Jackets Feels Hauntingly Real

With the coming of Spring and Summer, the weather warms up and folks will be looking to cool off with trips to the beach or to the lake. The teaser above for CLM BBDO’s A Trip out to Sea PSA for Guy Cotten, a French marine equipment and clothing brand, will make you think twice about turning down a life jacket for the sake of showing off your cute bikini on your first boat outing of the season. The interactive site will ensure your life jacket is snug and secured before you ever step foot off land. The Guy Cotten connection is minimally-done, which is nice and feels appropriate given the levity of the subject matter, but the connection is evident none-the-less.

Through the compelling video and interactive site, you, the viewer, will see from a first-person simulation what it is like to drown and it gets real, real fast. On the interactive site, users must constantly scroll their mouse in order to keep above water to reinforce the repetitive nature of treading water. There’s only one way this exercise ends and it’s not being swooped up to safety by a luck dragon. It’s a hauntingly vivid portrayal of one’s last thoughts before succumbing to the deep.

Now, I think it would be interesting to take this already emotional PSA to another level and it could be done through a number of methods. One way I think its impact could be even more immediate would be to display it at retailers selling boats and outdoor equipment. If this site was connected with a brand sold commercially in the U.S., I could imagine a large, interactive display at a place like Cabela’s or REI that would enable shoppers to experience this right next to the life jackets in the store. The point would be made immediately and hopefully, trigger sales and usage of these life saving devices. Another way would be to have lake patrollers who check boats for life jackets cue this up on waterproof tablets during their stops, so instead of just feeling like a fun-day-at-the-lake downer, they could educate people about the realities of drowning to further reinforce the need.

Credits: Guy Cotten and CLM BBDO

Move over millennials. Tech-savvy boomers are here to stay.

Millennials are receiving a lot of attention these days.  They’re reportedly self-centered, entitled and can’t survive without technology.  And while Facebook usage is waning among the generation thanks to instant-gratification platforms such as Snapchat, what about older generations?

Both of my grandmothers – proud baby boomers – are on Facebook, use a computer daily and one even has an iPhone (gasp!).  They often comment about how they cannot keep up with technology, but in my opinion, they’re doing pretty well.

And according to a new study by Mashable and Statista, several technologies millennials may view as archaic are vastly prevalent among boomers – but they’re also adapting rather quickly to new tech.

While basic cell phones, desktop computers and VCRs are more popular among individuals 65 and older, they’re catching up to millennial youngsters in tablet and eBook reader usage.  Further, as millennials adapt to video streaming services, cable television companies may have to adjust marketing efforts toward older generations.

Click the infographic below for additional comparisons.


Digital Magazine Ad Standards Imminent

One of the biggest reasons that marketers haven’t made a big push toward mobile media yet is the lack of standards for the relatively new format of tablet magazines. But all of that may be on the verge of changing, as AdWeek explains:

In the three years since consumers got their hands on Apple’s first iPads, magazines have been preparing their content for the new tablets and their competitors. Publishers saw in them an opportunity to reverse the practice of devalued subscription prices and upsell advertisers to interactive ads. While there’s been progress on the first front, it’s been hard to sell advertisers on the platform because digital circulation is still relatively small (accounting for less than 3 percent of total circ), and there’s no standard for measuring readership.

The ball got rolling a year ago when MPA—The Association of Magazine Media asked publishers to adopt voluntary guidelines for reporting tablet audience data. They would include data like total number of digital issues sold, readers per issue and time spent reading an issue.Still, the goal of independently certified metrics was daunting. With all the different devices and measurement firms, the resulting numbers are a hodgepodge that defy easy comparisons. Publishers don’t all sell their digital editions to consumers and advertisers the same way, and some of them are still reluctant to give ad buyers all the data they want (particularly if publishers are going to charge them for digital copies) because the numbers are often small. “It’s the lack of consistent measurements that makes it really, really challenging,” said Gregg Hano, CEO of digital publishing platform Mag+.

Luckily, progress is being made. MPA has gotten five analytics companies including Google and Adobe to take previously incomparable tablet reader data and present it in apples-to-apples fashion. The industry’s major publishers are slated to participate in the pilot, which is set to start in October. If the pilot goes well, the next step would be to find a third party to audit the data, a challenge unto itself as a research firm would be betting big that the time and resources required to develop a new tool would pay off. The Alliance for Audited Media (formerly Audit Bureau of Circulations) would like the job, but it’s unclear MPA wants to go in that direction.

– AdWeek